Maybaum relies on video recruiting with heart and humor for the Solina Foundation
In times of a skilled labor shortage, creative ideas are needed to stand out. Maybaum Film developed a comprehensive recruiting campaign for the Solina Foundation designed to inspire people with charm and humor to pursue a career in nursing.
The campaign concept developed focuses on three aspects: attracting attention, entertaining and at the same time arousing genuine interest. Three short films present the people behind the care at Solina in a humorous and slightly exaggerated way. The aim is to inspire more committed and warm personalities to take up a job at the Solina Foundation.
"In today's competition for skilled workers, creative ideas and surprising concepts are in demand. Maybaum Film's campaign manages to hit exactly this nerve: it presents Solina as a likeable, warm employer - without losing sight of the need for professionalism," says Nadine Picard, Marketing & Communications Specialist at the Solina Foundation.
Content and implementation from a single source
Maybaum Film was responsible for the complete concept, storyboard development and production of all advertising assets - from videos and short ads to photos for posters and hanging boxes on public transport. A uniform look and a clear visual language resulted in a campaign that works coherently across all channels.
"Our aim was to develop a campaign that not only stands out, but also remains authentic," explains Laurent Ulrich, director and project manager at Maybaum Film. "In this campaign, Solina shows that it needs people with passion and commitment for the nursing profession. This is exactly what we wanted to exaggerate in the film series."
Omnichannel strategy for maximum visibility
An omnichannel strategy is used to make the most of the campaign's reach. Based on a data-driven analysis, the content is targeted at locations where there is a high probability of addressing potential specialists from the care sector. For geo-targeting, Maybaum Film relies on its collaboration with Uhoo, which places the campaign precisely and effectively based on intelligent big data analysis. All common social media platforms are used for distribution, as well as DooH formats, e-panels and specific geotargeting.
Responsible at the Solina Foundation: Patric Bhend (Managing Director), Nadine Picard (Marketing & Communication). Responsible at Maybaum Film: Production manager & director: Laurent Ulrich, producer: Till Hüssy, camera: Nikolas Reigel, AC: Aline Pulver, photography: Rob Lewis, editing: Nikolas Reigel, color: Silvan Michel, sound design and mastering: Tim Zumstein.
